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Creative

St Luke's Creates New Idents for Aunt Bessie's Sponsorship of I'm a Celeb

St Luke's, 2 weeks, 4 days ago

The idents were directed by Joel and Jamie of 2AM films

St Luke's Creates New Idents for Aunt Bessie's Sponsorship of I'm a Celeb

St Luke’s has announced that they have created ten new idents for Aunt Bessie’s sponsorship of the ITV hit reality show “I’m a Celebrity Get Me Out of Here.” The show, which was ITV’s biggest last year, launches on Sunday November 13th at 9pm.

This is the second year of sponsorship for Aunt Bessie’s, who signed a three-year deal in Summer 2015. They replaced longstanding partners Iceland, and the creative showed their brand characters Margaret and Mabel in their own jungle camp.

St Luke’s won the business in December 2015 following a competitive pitch. Work started immediately on the account including a major branding and packaging redesign in early 2016 as well as the launch of a number of new products; including Sweet Potato Jackets, Wedges and Chips and a major new campaign featuring Mabel & Margaret. The latest work, a range of new idents were briefed to St Luke’s to help bolster awareness and drive home the brand idea ‘Every Day Deserves Aunt Bessie’s’ which was launched earlier in 2016.


The new creative finds Margaret and Mabel back in their fully equipped jungle camp for year two, laden with Aunt Bessie’s goodies and their characteristic innuendo and observations about the campmates.

The idents were directed by Joel and Jamie of 2AM films.

The sponsorship also includes sponsorship of the voting app, and in app game, digital takeovers and shopper marketing activity.

Al Young, Executive Creative Director of St Luke’s said: “I’m a Celebrity is a daily show, centred essentially on food, and the lack of it. This sponsorship provides a great platform to express Aunt Bessie’s’ agenda to encourage the nation to eat well every single day.”

Lorraine Rothwell, Marketing Director of Aunt Bessie’s, said: “St Luke’s have bolstered our TV presence for this year’s sponsorship, creating a laugh-out-loud selection of idents which will allow us to not only elevate our brand agenda, but also create conversations with our core audience.”